Pengaruh Kualitas Produk, Persepsi Harga, dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Mobil Bekas di Showroom Iman Motor Jombang. (The Influence of Product Quality, Price Perception, and Electronic Word of Mouth (E-Wom) on Interest in Buying Used Cars at the Iman Motor Jombang Showroom).

Sambodo, Geri Prio (2023) Pengaruh Kualitas Produk, Persepsi Harga, dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Mobil Bekas di Showroom Iman Motor Jombang. (The Influence of Product Quality, Price Perception, and Electronic Word of Mouth (E-Wom) on Interest in Buying Used Cars at the Iman Motor Jombang Showroom). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the effect of product quality, price perceptions, and electronic word of mouth on the interest in buying a used car at Iman Motor Jombang. The population in this study are consumers of Iman Motor Jombang who have an interest in buying used cars. The technique used in this research is nonprobability sampling with a sample of 100 respondents. The method of collecting data used in this study is a questionnaire. Data processing in this study used IBM SPSS Statistics 25. Instrument tests used in this study were validity and reliability tests. The data analysis used is multiple linear regression analysis and the coefficient of determination (R2), and hypothesis testing using, t test, and F test. The results of this study indicate that product quality has a significant effect on consumer buying interest in Iman Motor Jombang. Product quality has a significant effect on the intention to buy a used car at the Iman Motor Jombang showroom. Price perception has a significant effect on the intention to buy a used car at the Iman Motor Jombang showroom. Price perception has a significant effect on the intention to buy a used car at the Iman Motor Jombang showroom. electronic word of mouth significant effect on the interest in buying used cars in the Iman Motor Jombang showroom. product quality (X1), price perception (X2), and electronic word of mouth (X3) simultaneously influences the interest in buying used cars in the Iman Motor Jombang showroom. Keywords : Product Quality, Perceived Price, Electronic Word of Mouth, Purchase Intention

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